How many among you know what Programmatic Advertising is? It is important to know about it, for it is changing the face of online advertising. Know more about Programmatic Advertising with our co-founder Mr. Suneil Chawla.
Programmatic Advertising is the fully automatic and individualized buying and selling of advertising space in real time. The customization of the advertising space is usually done through an auction process, in which, after checking the user relevance for the campaign of the advertiser, the highest bidder is awarded the contract and can control the banner ad. In simpler terms, it’s the process of using machines to buy ads
Basically, programmatic advertising can be seen as an extension of the term Real Time Bidding (RTB). But contrary to the popular misconception, programmatic buying is NOT the same as real-time bidding. While real-time bidding is a type of programmatic ad buying, it isn’t the only one. RTB refers to the purchase of ads through real-time auctions, but programmatic software also allows advertisers to buy guaranteed ad impressions in advance from specific publisher sites. This method of buying is often referred to as “programmatic direct.”
With Programmatic Advertising, the system of purchasing ads becomes more efficient, and therefore cheaper, by removing humans from the process wherever possible. Programmatic technology will probably mean there are fewer ad buyers in the world, but it could also allow both marketers and sellers to spend more of their time planning sophisticated, customized campaigns instead of getting bogged down in bureaucracy.
EMarketer’s 2017 estimates put the US spend on programmatic ads at €33 billion. That accounts for 84% of all digital display ad spend. And in that, 74.5%, or $24.25 billion is done through private marketplaces or direct setups. Basically, you can rely on an algorithm that will determine where your ad money is best spent. All you have to do is feed your programmatic solution some info about your campaign as well as key performance indicators and you're all set.
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